Relationships between Social Media Promotion, Attention, Interest, Search, Action, and Share of Tourists in Kei Island

Abstract

Indonesia's tourism ministry is currently intensively using the online environment to promote many of Indonesia’s favorite tourism destinations. Social media tools (Facebook, Instagram etc.) are very popular in today’s Indonesia promotion tools. This research wants to test the relationship between social media promotion, attention, interest, searching, action to destination, and tourists’ intention to share their experiences. With a survey research design applied to 200 tourists of Kei Island, East Indonesia, in the general model, the results found that social media destination promotion influences tourists’ attention, and searching in a positive and significant manner; further, tourists’ searching activity can influence their actions. The study also implied testing the gender as a control variable in a structural equation model and found that for female respondents, social media promotion has a positive and direct influence on the attention of these respondents.

Keywords

• social media promotion
• attention
• interest
• searching
• action
• share